BA 320 Marketing Research Part II

BA 320 Marketing Research Part II - The Impact of...

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7 The Impact of Aesthetics in Embedded Service Rituals
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2 [For] my 18 th birthday…friends thought it would be funny to take me to… Hooters….After they promised they would not make me partake in any embarrassing activities, I reluctantly agreed….We arrived and ate normally, but right before our waitress brought the check she stood up on a chair and yelled to the whole restaurant, “Attention Hooters, please join me in giving a big round of applause for xxx’s 18 th birthday!’’ She proceeded to come to the table and drag me to the front of the restaurant where I had to flap my arms and shake my bum like a chicken while they sang to me…I [had to] bite the edges of two cups in my mouth and hold a menu in each hand. Now I had a makeshift beak and wings…while I did the chicken dance…The rule was, you can’t refuse to go up once they announce it’s your birthday. This would just result in pressure from friends or the whole restaurant in general. Also…the waitress explained that if I stopped dancing, they would stop singing and the
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BA 320 Marketing Research Part II - The Impact of...

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